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Tuesday, 13 March 2007

The Uglyfication of Betty

Stan at Brand DNA picked this up first , then Neil at Only Dead Fish  posted about this brilliant Channel 4 trailer for Ugly Betty

I think that it is interesting for a number of reasons - It's a great parody of the Dove Evolution YouTube video,  it's an example of Channel 4 being really plugged into the "cultural  currency" of their target audience and it reminded me about the story behind the original video. 

Apparently after having shot the ad, Ogilvy New York were told that it would not be allowed to run on US network TV for fear of pissing off other beauty advertisers. They fought the ruling and lost, so had to think of an alternative channel. In the end YouTube was chosen. And the rest as they say is history.

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Comments

Ab-fab play on the Dove Campaign - makes me appreciate England even more!

Fabulous! What interests me is how in content communities like YouTube, spoofs like this are actually an indicator of popularity. And the Dove Evolution viral is probably one of the most downloaded virals last year. It’s also interesting how some marketers have actually cottoned on to the power of this and encourage people to reinterpret their content.

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